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About the Role

The Path aims to be the leading name in AI mental health, driving significant growth in weekly active users. This role encompasses owning the full attention surface, including organic social, podcasts, press, events, partnerships, and creator deals, with the goal of establishing The Path as the unmistakable category leader in AI mental health.

Responsibilities

• Grow new users and Weekly Active Users (WAU).
• Build and manage the organic social media presence across platforms like TikTok, Instagram, X, and YouTube.
• Generate high-volume, creative, and iterative content.
• Secure earned media through podcast appearances, press coverage, events, and partner amplification.
• Define and position 'purpose-built AI therapy' as a recognized category.
• Ensure the company is perceived as an outcome-focused industry leader across all channels.
• Build the marketing function by hiring and managing content creators, editors, and agencies.
• Manage the marketing budget and roadmap.

Requirements

• Proven ability to build large audiences or drive large-scale organic user growth for a consumer product, creator brand, or major platform.
• Demonstrated understanding of content virality and media coverage.
• Ability to be inventive, strong copywriting skills, and proficiency in creating hooks, formats, and capitalizing on cultural moments.
• Capacity to produce content at volume and experiment rigorously.
• Understanding of how to be provocative about the category while precise about the product.
• Experience working with clinical and regulatory reviewers on claims.
• Ability to execute across organic social, influencer/celebrity partnerships, PR, events, and lifecycle marketing.
• Experience in health, wellness, or another regulated space is a strong plus.
• Ability to form hypotheses, instrument tests, and analyze results to determine scalability.
• Proficiency in tracking attribution from attention to signup to retained user.
• Strong collaboration skills with founders, engineering, and clinical teams.
• Ability to prioritize resources toward growth.
• Focus on signups and WAU, resisting vanity metrics.
• Experience working with celebrity talent or major brand partners is desirable.
• Personal or other experience with therapy or coaching is desirable.

Skills

• Organic Social Media Marketing
• Content Creation
• Copywriting
• Public Relations
• Partnership Management
• Influencer Marketing
• Event Marketing
• Data Analysis
• Experimentation
• Audience Growth
• Brand Positioning
• Budget Management
• Team Building

Location

• San Francisco

Work Type

• Hybrid
• Full-time

Experience Level

• Individual Contributor (to start)

About the Company

• The Path is a company focused on AI mental health.
• The company's mission is to become the most recognized and trusted name in AI mental health.
• The Path aims to achieve rapidly growing weekly active users.